GPY&R take the lead in film interaction for ADF
GPY&R, Melbourne, which last month launched an interactive recruiting campaign for Defence Force Recruiting, “Behind the Visor”, has launched another campaign for the Air Force, "Anytime. Anywhere," which its creator says is leading the way in film interaction.
Ben Coulson of GPY&R
Continuing the interactive theme from the prior campaign, the film aims to drive potential recruits online to find hidden content including 3D renders of aircraft, personnel interviews and job information.
"Anytime. Anywhere is a brilliant example of where I think we are headed with film interaction,” said Ben Coulson, chief creative officer of Y&R Australia/New Zealand.
“It genuinely amazes me that we can now make glossy brand ads that carry all the information of a complete campaign, can include hundreds of bespoke experiences and have limitless personalised calls to action.
“While this kind of project is mind bogglingly complex to execute, it's a really exciting skill set for the agency to master."
Kate Mathias, Air Force marketing manager said "Anytime. Anywhere not only continues to communicate that the Air Force is more than just pilots, but combines our brand message and recruitment process into one very entertaining, highly polished experience."
Matt Farrugia, George Patterson Y&R digital director said: "The user experience needed to be simple, fluid and highly engaging; and with so much content, the platform weaves together a complex content matrix with each of the 145 hotspots being motion tracked in all 1500 frames of the film."